Marketing will shift to localized, loyalty-based efforts in 2021

Business-to-consumer (B2C) marketers will increase their spending on loyalty and retention marketing by 15% in 2021, while cutting back on product- or performance-based marketing, Forrester Research predicted in a report shared with Marketing Dive. The focus on retaining customers will drive a 40% lift in the marketing messages that consumers receive, especially through direct channels like email and mobile messaging, Forrester forecasts. Read more…